Determining the mediating role of sustainable marketing orientation in the effect of digital transformation on e-customer benefit perception

Today, digital transformation is causing businesses to make radical changes in many areas, from marketing strategies to customer experiences. In particular, the spread of e-commerce and digital platforms is significantly transforming customers' perceptions, expectations and purchasing behaviors about products and services. In this context, the benefits perceived by customers in the digital environment directly affect the competitiveness and customer loyalty of enterprises. In this study, the effect of digital transformation on e-customer benefit perception was examined and the mediating role of sustainable marketing orientation was investigated in this effect. The aim of the research is to reveal how sustainable marketing practices serve as a bridge in the process of increasing the benefits of digital transformation strategies to customers. In this study, where the quantitative research method was adopted, an online survey study was conducted with e-customers of enterprises operating in different sectors throughout Turkey. In accordance with the obtained data, analysis was carried out with structural equation modeling (SEM). The research results have shown that digital transformation positively affects the perception of e-customer benefits and that sustainable marketing orientation plays a meaningful intermediary role in this relationship. These findings show that enterprises should consider digitalization processes n Ot only as a technological transformation, but also from a sustainable marketing perspective. Thus, both environmental and social sensitivity are strengthened and the value offered to e-customers is increased.